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What Makes a Great Book Title
With 47 titles in the Guerrilla Marketing series, in 60 languages, and more than 20 million books sold worldwide, we’ve learned a few things about how to name books.
Publishers love a series. So do readers. String your titles together around a moniker, “Guerrilla Selling,” “Guerrilla Negotiating”, “Guerrilla Retailing.”
Try to shorten your title to two words. Two Words. “Emotional Intelligence.” Three if you count the article (“Made to Stick,” “Good to Great”).
Keep the sub-title 7 words or less, and make it stand on it’s own as an elevator pitch.
Training Doesn’t Cost – It Pays
We have this argument with our clients all the time:
“Oh, we can’t afford to spend money on training.”
“Why is that?”
“Well, what if we train them and they leave?”
“What if you DON’T train them and they STAY?”
Savvy Guerrillas know that marketing is an investment, not an expense. Skills training, and particularly sales training, is one of the most conservative guerrilla marketing investments you can make.
At a “Guerrilla Selling” seminar I was conducting recently, we were discussing creative ways to get through to reluctant prospects, especially C-level executives. One of the participants got up and walked out. He returned a few minutes later to announce, “I didn’t think it would work, so I stepped out in the hall to prove you wrong. Not only did I get through; I got the order!”
Later I learned that the profit from that single transaction was more than enough to cover my fee for the day. We can only guess that the return on investment for this client was hundreds of times their investment in guerilla training.
How do I protect my copyrights if the client publishes my video?
Continuing my discussion with fellow professional speaker Suzannah Baum, she shared some concern about how to approach the client after they have already videotaped her presentation.
As a Guerrilla Selling Speaker, I often have clients video my keynote for internal publication. Guerrillas believe in the power of Investment, so they invest first in their customers and clients. Explain that your copyright attorney had advised you that you need to write a letter specifically granting permission to use the video, because it may otherwise infringe on unforeseen future uses of the material in books, magazines, pay-per-view, etc.
Prepare the letter on your stationary, using the language, “[Your Company] hereby grants limited, non-transferable License and permission for [Client] to publish the [length] minute video, ["Title of Your Training”] recorded on [performance date] at [location], hereinafter referred to as “the video.” [Client] may publish an edited version of the video, subject to approval of the author, on their company website at [http://www.clientswebsite.com] for viewing by employees of [Client] and the general public, for a period of [one year should suffice, but not more than three]. Commercial use and mechanical distribution are specifically excluded.
“[Client] agrees to indemnify [you] from any action which may arise as a consequence of this publication. [You] reciprocally indemnify [Client] and affirm that [your company] posses all rights to the video content, and have the authority to grant such license.
“In consideration of this license, [Client] agrees to surrender to the author all original master video tapes of the video, together with a DV or QuickTime version of the finished product on DVD within 30 days of completion of their edits. All Other Rights Reserved.”
Sign and date two copies, and have them countersign, date and return a copy of the letter. That should do it.
Then point to it from your website, your one-sheet, your bio, your eSpeakers listing, your bureau listings, etc. Here’s the guerilla twist: why go to all the bother of hosting a long demo video on your own servers when they will do it for you?
–OrvelRay
Why would anyone hire you if they can watch your training video for free?
Fellow professional speaker Suzannah Baum poses the question:
“A client videotaped my presentation and would like to post it on their website. I welcome the added exposure, but it raises the question — why would anyone hire me in the future if they can just watch my training online (and for free).”
Madonna said, “There’s no such thing as bad publicity,” although Michael Jackson might not agree.
The simple answer is, they like what they see. Guerillas know that the more visible you are the better.
Confidence is the #1 buying motive, and a sample is the #1 way to build confidence. Obviously the client was happy or they wouldn’t publish your work.
As to concerns about copyright: in the absence of arrangements to the contrary, you automatically own the rights to the performance, while the cameraman (or the company who hired him) owns the rights to the video tape, so the client CAN’T publish your work without your permission. On the other hand, if they pay EXTRA for the right to videotape you, then it falls under “Work for Hire” which is a whole other kettle of fish, and ALL rights revert to the client.
Address this in your contract and AV rider. Use the language, “All Rights Reserved. Exclusive, non-transferable permission granted for non-public exhibition to [limited group or audience] for a period of [limited time frame, typically one year].”
We add an extra 50% to the fee for being videotaped, UNLESS the client agrees to send me a copy of the finished product AND the original master tapes when they’ve finished editing. Then you can add clips to your demo reel. Add them to your YouTube Channel (you DO have a YouTube Channel, don’t you?) Put them on your website. Link to them in your blog. Click here to see an example.
Then let every client, customer and bureau partner you work with know that they’re out there.
–Orvel Ray
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